[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.vigan.cz\/coz-takhle-zkusit-copywriting\/#Article","mainEntityOfPage":"https:\/\/www.vigan.cz\/coz-takhle-zkusit-copywriting\/","headline":"Co\u017e takhle zkusit copywriting?!","name":"Co\u017e takhle zkusit copywriting?!","description":"Tohle anglick\u00e9 sl\u016fvko se v posledn\u00edm desetilet\u00ed st\u00e1le \u010dast\u011bji objevuje v souvislosti s podnik\u00e1n\u00edm a s jeho propagac\u00ed. Dne\u0161n\u00ed byznys si u\u017e bez reklamy ani neum\u00edme p\u0159edstavit. Ta se n\u00e1s<p><a href=\"https:\/\/www.vigan.cz\/coz-takhle-zkusit-copywriting\/\" class=\"more-link\">P\u0159e\u010d\u00edst \u010dl\u00e1nek<span class=\"screen-reader-text\">Co\u017e takhle zkusit copywriting?!<\/span><\/a><\/p>","datePublished":"2020-02-05","dateModified":"2020-02-05","author":{"@type":"Person","@id":"https:\/\/www.vigan.cz\/author\/#Person","name":"","url":"https:\/\/www.vigan.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/093836c6bc976bea6a4c3cd39f9136c261430c33201aa865249fef2be34e3fdb?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/093836c6bc976bea6a4c3cd39f9136c261430c33201aa865249fef2be34e3fdb?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"vigan.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.vigan.cz\/wp-content\/uploads\/img_a381927_w2760_t1593169050.jpg","url":"https:\/\/www.vigan.cz\/wp-content\/uploads\/img_a381927_w2760_t1593169050.jpg","height":0,"width":0},"url":"https:\/\/www.vigan.cz\/coz-takhle-zkusit-copywriting\/","about":["Produkty"],"wordCount":404,"articleBody":" Tohle anglick\u00e9 sl\u016fvko se v posledn\u00edm desetilet\u00ed st\u00e1le \u010dast\u011bji objevuje v souvislosti s podnik\u00e1n\u00edm a s jeho propagac\u00ed. Dne\u0161n\u00ed byznys si u\u017e bez reklamy ani neum\u00edme p\u0159edstavit. Ta se n\u00e1s sna\u017e\u00ed oslovit v\u0161ude \u2013 v televizi, na internetu, na billboardech na ulic\u00edch i u silnice, na pouta\u010d\u00edch v prodejn\u00e1ch, a je\u0161t\u011b prob\u00edhaj\u00ed v\u0161elijak\u00e9 reklamn\u00ed kampan\u011b. Ale vra\u0165me se p\u0159\u00edmo ke copywritingu. Co vlastn\u011b znamen\u00e1? Jedn\u00e1 se v podstat\u011b o reklamn\u00ed a propaga\u010dn\u00ed n\u00e1stroj; je to ur\u010dit\u00e9 um\u011bn\u00ed ps\u00e1t texty podle ur\u010den\u00fdch pravidel a na zadan\u00e9 t\u00e9ma. A ps\u00e1t se d\u00e1 leccos: reklamn\u00ed \u010dl\u00e1nky a sd\u011blen\u00ed, poutav\u00e9 a p\u0159itom seri\u00f3zn\u00ed popisky zbo\u017e\u00ed, propaga\u010dn\u00ed texty, aj. St\u0159edobodem copywritingu je copywriter. Je to zpracovatel uveden\u00fdch reklamn\u00edch a propaga\u010dn\u00edch zad\u00e1n\u00ed, zjednodu\u0161en\u011b texta\u0159. Ale ne jen tak ledajak\u00fd. Schopn\u00fd copywriter mus\u00ed m\u00edt p\u0159edev\u0161\u00edm dar slova a pracovat dob\u0159e s jazykem, obzvl\u00e1\u0161t\u011b tak bohat\u00fdm jako je pr\u00e1v\u011b \u010de\u0161tina. Copywriter um\u00ed vytv\u00e1\u0159et takov\u00e9 texty, jimi\u017e spr\u00e1vn\u011b volenou r\u00e9torikou a struktur\u00e1ln\u00edm \u0159e\u0161en\u00edm promlouv\u00e1 k \u0161irok\u00e9 obci \u010dten\u00e1\u0159\u016f. Ty mus\u00ed poutav\u011b a p\u0159itom nen\u00e1siln\u011b p\u0159esv\u011bd\u010dit, \u017ee to, o \u010dem p\u00ed\u0161e, je jedine\u010dn\u00e9, neopakovateln\u00e9, cenov\u011b v\u00fdhodn\u00e9, apod., a\u0165 jsou to v\u00fdrobky, anebo slu\u017eby. A p\u0159itom nesm\u00ed lh\u00e1t a pou\u017e\u00edvat jen lacin\u00e1 reklamn\u00ed sl\u016fvka. Mus\u00ed vych\u00e1zet z podstaty zad\u00e1n\u00ed a zjistit si, o jakou spole\u010dnost jde, sezn\u00e1mit se s produkty a slu\u017ebami, a podle toho sv\u016fj text sm\u011brovat. Copywriter by m\u011bl m\u00edt \u2013 krom\u011b kv\u011btnat\u00e9 mluvy a dokonal\u00e9ho spisovn\u00e9ho vyjad\u0159ov\u00e1n\u00ed \u2013 v\u00fdbornou znalost \u010desk\u00e9 mluvnice, \u010di gramatiky jin\u00e9ho jazyka, v n\u011bm\u017e m\u00e1 text \u010di \u010dl\u00e1nek vypracovat. Krom\u011b texta\u0159sk\u00fdch schopnost\u00ed m\u00e1 m\u00edt spr\u00e1vn\u00fd copywriter v\u0161eobecn\u00fd p\u0159ehled o ekonomick\u00e9m, kulturn\u00edm i politick\u00e9m d\u011bn\u00ed v tuzemsku i v zahrani\u010d\u00ed, alespo\u0148 lehce se vyznat v marketingu a na \u0161kodu by nebyla alespo\u0148 tro\u0161ka psychologie. Obvykle se copywriter nezab\u00fdv\u00e1 pr\u00e1vn\u00edmi podklady, ani dopady. P\u00ed\u0161e \u010dl\u00e1nky o faktech, kter\u00e1 v\u0161ak mus\u00ed p\u0159edlo\u017eit \u010dten\u00e1\u0159i na zlat\u00e9m podnose.                                                                                                                                                                                                                                                                                                                                                                                                  "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Co\u017e takhle zkusit copywriting?!","item":"https:\/\/www.vigan.cz\/coz-takhle-zkusit-copywriting\/#breadcrumbitem"}]}]